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Safeguarding your data
This article summarizes Google Analytics’ data practices and commitment to protecting the confidentiality and security of data. Visitors to sites or apps using Google Analytics (aka “users”) may learn about our end user controls.
Site or app owners using Google Analytics (aka “customers”) may find this a useful resource, particularly if they are businesses affected by the European Economic Area’s General Data Protection Regulation, or California's California Consumer Privacy Act. See also the Google privacy policy and Google’s site for customers and partners.
Information for Visitors of Sites and Apps Using Google Analytics
Our privacy policy
Google Analytics cookies and identifiers
Information for Sites and Apps Using Google Analytics
Google Analytics under the General Data Protection Regulation (GDPR)
Google Analytics under the California Consumer Privacy Act (CCPA)
Data Collected by Google Analytics
What is the data used for?
Data access
Data Controls for retention, deletion, and portability
Advertising Personalization
Data privacy and security
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Data privacy and security
Safeguarding your data
Privacy controls in Google Analytics
Data sharing settings
Google Analytics opt-out browser add-on
IP Anonymization in Analytics
IP masking
Policy requirements for Google Analytics Advertising Features
Security and privacy in Universal Analytics
We use our own products
Google Analytics and the EU-US Privacy Shield
Data Processing Terms
Data retention
Data deletion requests
ISO 27001 Certification
Google Analytics linking overview
Account setup with additional privacy features
Best practices to avoid sending Personally Identifiable Information (PII)
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